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Influence of advertising on society
Advertising impact on society
Advertising impact on society
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Corporations utilize language, graphic imagery, emotional overtones, and implied promises not to just sell a product but to sell the viewer a lifestyle. I think most audiences are targeted by the way they look and the way they will respond to certain things. For example, going to NASCAR Speed Way they can be seen as using NASCAR drivers drinking that energy drink and those who go will want to drink it as well. Personally, I have seen how they promote the drinks and everyone seems excited while they’re getting a free sample. After trying the sample, it is more likely that the person will purchase it. Another way they target audiences is by bandwagon. They convince them that others are using that certain item and that they should be too. Like
Advertisements are constructed to be compelling; nonetheless, not all of them reach their objective and are efficient. It is not always easy to sway your audience unless your ad has a reliable appeal. Ads often use rhetoric to form an appeal, but the appeals can be either strong or weak. When you say an ad has a strong rhetorical appeal, it consists of ethos, pathos, logos, and Kairos. Advertisers use these appeals to cohere with their audience. Nike is known to be one of the leading brands of the sports shoes and apparel. It holds a very wide sector of followers around the world. In the Nike ad, Nike uses a little boy watching other basketball players play, and as the kid keeps growing, his love for basketball keeps growing. Eventually, he
Firstly, I think it is important to highlight the background of the corporations. Coca Cola is a household brand name that is the world's biggest soft drink company. As well as the flagship drink, forms of merchandise such as posters, clocks, stationery and are a another way that the Coca Cola diversifies to increase profits. Coca Cola sells in virtually every country around the world, and is one of the most recognised brands in history. And then there is Benetton. An Italian Company specialising in the clothing sector of the economy. Only a few years ago they expanded into a merger with American store SEARS, which eventually fell through on the account of protests against the controversial Death Row Campaign by Oliviero Toscani. Toscani's vision of advertising did not include any gimmicks such as soft sell; his prime intent was to produce images that would shock anyone who saw them. His image of 'reality-advertising' caused many of his posters to be banned. The multi-racial theme was one of the big talking points, and the fortunes of Benetton increased drastically.
Other commercials, according to Solomon, thrive on fitting in. The Chevrolet commercials have a slogan that makes one feel to be American, one must by American. Chevrolet's slogan is 'The Heartbeat of America.'; Car commercials also have targeted markets also. For a truck commercial, they will show a truck getting all dirty and going through an obstacle. This is targeted towards men because most men find these things appealing. For a luxury car commercial the mood or the commercial is nice and pleasant, the car is on a country road (representing one driving to there country home). These cars were once targeted towards upper class people, but now they are targeted towards everyone according to Solomon. A commercial strives on the ever so enduring drive for Americans to have better things and climb up the social status ladder. Marketers know this, so they place normal, average, everyday looking people in their commercials to let middle class people know that they can have the car, too.
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
Day in and day out, as consumers, we are inundated with rhetoric in the form of advertising messages. The internet is littered with them. Magazines and newspapers are filled from one page to another with advertising messages. It’s in our junk mails and on billboards. The main purpose of this is simply to promote their product, usually in such way that portrays them as the better brand over their competitors, and ultimately to make profit.
In today’s world, where about every person has access to a television, a car, and, a cell phone, it is easy to relay information. Companies and organizations whose main goal is awareness take advantage of this by using it to relay their own informative, and most the time persuasive, message. They can do this in many different forms but most the time they are categorized as advertisement attempting to persuade you into thinking you need the product. As we see advertisements every day they tend to get boring and unappealing, but there are two that I believe do an outstanding job at persuading. The first one I will explain is a Frosted Flake commercial staring Tony the Tiger, the later will be a billboard sign posted by Chick-fil-A. Television
The United States Department of Defense is giving NASCAR $80 to $100 million dollars as sponsorship. This is a yearly amount of money being spent for just one NASCAR team. The reason the U.S. Department of Defense does it is to have NASCAR promote their activities and help recruit new people. The U.S. Department of Defense spokesman says that they are getting more recruits and support from these sponsorship, but the U.S. Congress is arguing that there is no tangible proof. The U.S. Congress is trying to pass a bill that forces a cut in the spending on behalf of the Department of Defense. When the U.S. Congress asked why, they said, “But $20 million for one NASCAR team? Have we lost our minds?” (http://www.politico.com, DOD’s NASCAR Spending
According to Robert Scholes, author of On Reading a Video Text, commercials aired on television hold a dynamic power over human beings on a subconscious level. He believes that through the use of specific tools, commercials can hold the minds of an audience captive, and can control their abilities to think rationally. Visual fascination, one of the tools Scholes believes captures the minds of viewers, can take a simple video, and through the use of editing and special effects, turn it into a powerful scene which one simply cannot take his or her eyes from. Narrativity is yet another way Scholes feels commercials can take control of the thoughts of a person sitting in front of the television. Through the use of specific words, sounds, accompanying statements and or music, a television commercial can hold a viewer’s mind within its grasp, just long enough to confuse someone into buying a product for the wrong reason. The most significant power over the population held by television commercials is that of cultural reinforcement, as Scholes calls it. By offering a human relation throughout itself, a commercial can link with the masses as though it’s speaking to the individual viewer on an equal level. A commercial In his essay, Scholes analyzes a Budweiser commercial in an effort to prove his statements about the aforementioned tools.
The abovementioned process is influenced by the commoditisation of products and blurring of consumer's own perceptions of the companies' offering. In order to differentiate and position their products and/or services today's businesses employ advertising which is sometimes considered not only of bad taste, but also as deliberately intrusive and manipulative. The issue of bad advertising is topical to such extent that organisations like Adbusters have embraced the tactics of subvertising - revealing the real intend behind the modern advertising. The Adbusters magazine editor-in-chief Kalle Lason commented on the corporate image building communication activities of the big companies: "We know that oil companies aren't really friendly to nature, and tobacco companies don't really care about ethics" (Arnold, 2001). On the other hand, the "ethics and social responsibility are important determinants of such long-term gains as survival, long-term profitability, and competitiveness of the organization" (Singhapakdi, 1999). Without communications strategy that revolves around ethics and social responsibility the concepts of total quality and customer relationships building become elusive. However, there could be no easy clear-cut ethics formula of marketing communications.
Many don’t try to stay out of the norm of current society standards. People feel comfortable following the crowd because it's easier to agree with an idea or trend than to oppose it. Propaganda's use this specific trait to assist them in achieving their goal. By purposely targeting large groups, there becomes a heavier influence on others. This is why commercials state numbers and quantitative data. It is made in an attempt to persuade someone that their product is what everyone is using. The viewer would most likely think that if the majority of people prefer a specific brand, that he/she should try it as well due to the reasoning that the brand has to be good since many people say it’s good. Thus they don’t question the brand’s actual reliability because they only rely on what others think. For example, if you were in a store with your friend and your friend told you to buy a specific perfume brand because she states that it works really well and has long lasting periods of smell, of course you would buy it because of what your friend had told you about it. You didn’t research about the perfume or decide to look at any other perfumes because you believe that your friend is correct since she said stated the perfume was reliable. This is the other form propaganda’s take in order to persuade
Due to the dominant presence of advertisement in the daily lives of people, companies are essentially there in every aspect. The way that businesses broadcast
Since people use their time and money to all of the corporations every day, it is their responsibility to give back by doing what they claim to do. There are many companies today that do many controversial things that concern the customers. Sadly, it has become a normal thing to see negative things about companies and corporations on the news. Even if it looks clean and reliable by the looks, we never know what kind of identity they are actually hiding in the inside. It should never be that way because we should not be able to find anything controversial from any company. Instead of having customers feel like corporations are “Spoiled brats”, they should work their way through to be able to have them think they are good, genuine
The culture that is prevalent in America is saturated with the commercials, images, and plugs for almost every consumer good available. It is so ingrained in to our culture that it often goes unnoticed by the conscious mind; that is not necessarily a good thing though, as that is one of the ways advertisers target consumers. Even the music industry has cashed in on the product placement with brand names embedded in songs, or even songs designed completely around getting a consumer to purchase specific products or brands. Music videos that are displayed on stations such as MTV and BET depict situations most people would love to be in, and in those images there are specific brands of goods that people assume will lead them to a life such as that one. Every day consumers are bombarded with almost fifteen minutes of commercial, program promos, and public service announcements, per one hour of network television. In addition they are subjected to almost eleven minutes of product placement (Campbell, Martin, & Fabos, 2013, pg. 321). With such an aggressive marketing strategy, almost half of the time spent watching popular programming is in fact some sort of product advertisement.
...social media to promote their cause. They use home videos and unprofessional shots for their adverts, which gives them a personal touch.
Also, a matter of concern for corporations is that although people like their products and purchase them, yet most of the respondents are not even aware that the parent corporation of that products contribute towards society through CSR initiatives, so the corporations must try to increase its visibility in the eyes of consumers.